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Keywords: Consumption community
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (2): 345–365.
Published: 09 January 2019
... © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Word of mouth Social media Content analysis Consumption community Product release Product rumors Positive word of mouth (WOM) generated by consumers, both before and after product release...
